THE PERCEPTION OF MANAGERS ON THE PSYCHOLOGY OF COLORS IN BRAND POSITIONING IN THE RETAIL SECTOR OF ITAMARAJU-BA

Abstract

This study addresses the topic: Managers' Perception of Color Psychology in Brand Positioning in the Retail Sector of Itamaraju-BA. The central problem of this research lies in the gap between the practice of brand creation in Itamaraju's retail sector and the consolidated knowledge about the subconscious processing of visual information. Although merchants recognize the importance of visual identity, their choices are still based on intuitive or subjective criteria, ignoring that color is a biological stimulus capable of determining immediate attraction or repulsion. The general objective is to analyze the perception of local managers regarding the influences of neuromarketing and color psychology on the positioning of local brands. Specific objectives included identifying the profile of managers, measuring the perception of chromatic relevance, mapping subjective intentions, verifying the use of technical criteria, and evaluating the predisposition for strategic modifications. Methodologically, this research is characterized as an exploratory study, with a qualitative and quantitative approach, combining bibliographic research based on authors such as Eva Heller and Martin Lindstrom with field research conducted via an electronic questionnaire applied to 60 local entrepreneurs. The data were processed using content analysis and descriptive statistics. The results revealed a profile of young (25-35 years old) and educated managers, with a high perception of the relevance of colors (62%), but with low technical application, with empirical and intuitive choices predominating. A lack of specialized consulting in the region was diagnosed, contrasted by a high readiness for change (85%), indicating that the market is receptive to technological innovations, such as the use of Artificial Intelligence for branding optimization. It is concluded that the transition from empiricism to neuroscientific criteria is fundamental to strengthening visual communication and the strategic positioning of regional retail.